From Naming Rights to Neighborhood Impact: How Golden 1 Redefines Community Investment

Hospitality isn’t a perk – it’s a strategy. In this episode, Michael Daum, Senior Vice President, Chief Marketing Officer of Golden 1 Credit Union breaks down how they use community programs, arena partnerships, and ticket management technology to create meaningful engagement while maintaining visibility, control, and measurable outcomes across every experience.

Michael G: Welcome to the latest installment of the TicketManager All Access podcast.

I appreciate Michael Daum, the CMO of Golden 1 Credit Union, being here today. Very excited to hear more about what Golden 1 is doing.

Golden 1 started with Californians pulling together resources to serve their communities. Fast forward to today, and you now have more than one million members, over $20 billion in assets, and you’re investing millions into important programs across California.

In the sports and entertainment world, Golden 1 is obviously known for the Sacramento Kings and the naming rights on the arena in Sacramento. We’ll definitely talk about B2B hospitality and ticket management as well.

With that, Michael, thanks so much for joining us.

Michael D: Thank you so much, Michael. I appreciate it. It’s great to have this time with you today.

Michael G: Absolutely. Community is clearly very important to Golden 1. Let’s start there.

Can you tell us about the Financial Resource Center in Del Paso Heights that you helped build, the in-person collaborations that created trust, and what brands can learn from that approach?

Michael D: We’ve made a few really significant milestone decisions as a credit union over the last 10 to 15 years, and our commitment to Del Paso Heights is one of them.

A few years ago, we invested $10 million into the Del Paso Heights community in Sacramento. Rather than simply cutting a check, we worked directly with community committees, residents, local leaders, and businesses to understand what would actually make a difference.

That collaboration led to charitable support, but we also wanted a physical presence. In more challenged areas, many people are underbanked or unbanked. We wanted to help reshape that by providing accessible financial services.

We created a Financial Resource Center, similar to a traditional branch, but with far more engagement. We have financial educators on site, host seminars, provide credit-building counseling, and use the space as a community hub for events and celebrations.

The idea was simple: listen first, understand what the community needs, build a partnership that works for both sides, and then move forward together.

It’s a great example of our “for people, not for profit” philosophy. Based on its success, we’ve expanded this model. We recently opened another Financial Resource Center in Madera and plan to continue across California.

It’s helping communities in meaningful ways and also fostering growth for Golden 1.

Michael G: It’s a great collaboration. That leads to another example: Golden 1 gave $50,000 directly to Grant High School and let the students decide how to use it. Why did handing over control create a deeper connection?

Michael D: It’s the old question of whether you give someone a fish or teach them how to fish. When you give people choice, and some guidance, they often determine the best use of resources themselves.

With Grant High School, we said, “Here’s $50,000 from our broader Del Paso Heights investment. You decide how to use it for impact.”

They focused on academics and attendance because they understand what drives success: showing up, consistency, and engagement. Those fundamentals matter regardless of career path.

For us, it reinforced the value of giving choice and learning from the outcomes. We’ve been able to apply those lessons to other communities, schools, and partnerships across California.

Michael G: We’ve talked about community engagement in two ways. The third is your employees. Golden 1 employees volunteer hundreds of hours each year. How does that feed back into the business?

Michael D: This is huge for Golden 1 and for credit unions overall. Giving back isn’t just financial; it’s time, talent, and service.

Employees receive paid volunteer hours, which encourages them to serve in the community. That’s part of how we live our mission.

We focus on core pillars like financial education, youth, and families. Everyone contributes differently. Some people can give financially, others give time or expertise.

Employees might teach financial literacy, help plan community gardens, or support local organizations. It allows them to use their skills, collaborate with teammates, and contribute meaningfully to the communities we serve across California.

Michael G: Let’s shift to the digital side. AI is a hot topic. How does Golden 1 use AI thoughtfully, and how should executives balance digital efficiency with human relationships?

Michael D: The word that comes to mind is intentionality. We use AI and machine learning as tools to enhance authentic experiences, not replace them.

On the marketing side, AI helps accelerate creative development and analyze broader datasets, but the human element remains essential. We’re using AI to move faster and learn more, not to remove people from the process.

Our members don’t think in silos like “digital” versus “branch.” They experience one holistic Golden 1 brand. AI helps add value across that experience.

It’s also helping future-proof our team by expanding skill sets. Writers become better editors. Creatives focus more on authenticity.

We avoid gimmicks. Everything we put out is reviewed, intentional, and aligned with our values. AI supports the work, but humans always shape and approve it.

Michael G: Staying with authenticity, Golden 1 Center is more than an arena. It’s a platform for relationships. How do you keep that authentic and impactful?

Michael D: Golden 1 Center was a major decision for us, rooted in community impact as much as brand visibility.

We activate extensively. Our sponsorship team works closely with the Kings and the arena. We host programs like Member Monday, where members get behind-the-scenes access, court experiences, and moments they wouldn’t normally have.

We also give back significantly. More than 50% of our suite usage goes to community groups and causes. That’s uncommon in naming-rights partnerships.

We host scholarship events, fundraisers, and other community initiatives at the arena. It’s a platform that advances both our mission and our commitment to Sacramento.

Michael G: Event ROI always comes up. How do you measure the impact of hospitality, and how does TicketManager help?

Michael D: You have to measure what matters. We track community engagement, financial contributions, and economic impact studies with the Kings, the arena, and the city.

We also conduct member and prospect research to understand how effective our activations are. Those insights inform future strategies.

Before TicketManager, ticket distribution was manual, labor-intensive, and hard to track. TicketManager solved that.

We can now track attendance at the individual level, quantify usage, reduce gaps, and deliver a better digital experience for recipients. It’s improved experiences for both external guests and internal teams.

Michael G: That measurement makes internal conversations much easier.

Michael D: Absolutely. It also helps us manage tickets across multiple venues, support business services, and access events statewide. It’s full-service—distribution, procurement, and optimization.

Michael G: Let’s close with some Sacramento rapid-fire questions. Favorite live event you’ve ever attended?

Michael D: I grew up in Ohio near Detroit, so live events were a big part of my life. I’ve seen incredible concerts and sports moments, but the standout was seeing U2 at the Fox Theatre in Detroit — 5,000 people, third-row seats, right before they exploded globally.

I recently found a bootleg of that show on YouTube, and it brought me right back to that moment.

Michael G: Favorite Golden 1 community event?

Michael D: Our scholarship program. We’ve awarded over 600 scholarships totaling more than $5 million. Seeing those students come together, often meeting peers attending the same schools, is incredibly special.

Michael G: Kings buzzer-beater or River Cats fireworks?

Michael D: Kings buzzer-beater. Lighting the beam is something everyone should experience.

Michael G: DoCo tacos or arena funnel cake?

Michael D: All of the above.

Michael G: Final question: one Sacramento hot take people should know?

Michael D: You don’t have to leave the city to have an amazing experience. Sacramento itself has incredible food, markets, events, and culture.

Michael G: To wrap up: build loyalty through in-person collaboration, let AI handle the heavy lifting so people can show up when it matters, and treat hospitality as a strategy, not a perk. Did I get that right?

Michael D: Spot on.

Michael G: Michael, thank you so much for joining us on the TicketManager podcast.

Michael D: Thank you. I appreciate it, and thanks to TicketManager.